KUSTOMT R A I N I N G M A N U A L

OUR.MISSON

OUR VISION IS tO becOme ONe Of the mOSt cOmPeLLING cONtemPORaRy GLObaL

actION SPORtS bRaNdS aNd the LeadING fOOtweaR bRaNd IN the GLObaL SURf maRket.

we at kUStOm waNt PROdUce SURfING SO ReVOLUtIOaRy aNd INSPIRed that It

bReakS aLL the RULeS, fOReVeR chaNGING the face Of SURfING aS we kNOw It.

I T S O N A G A I N

2 012 1 BOAT 6 SURFERS

4 WEB SERIES WINNER TAKES ALL / 50k K U S T O M A I R S T R I K E . C O M

JUNE 13 / 24, 2012

50K PRIZE MONEY

1 BOAT 6 SURFERS

4 WEB SERIES WINNER TAKES ALL / 50k

kUStOmS mISSION wIth aIR StRIke IS SImPLe.

we waNt tO PROdUce SURfING SO INSPIRed aNd

ReVOLUtIONaRy that It bReakS aLL the RULeS,

fOReVeR chaNGING the face Of SURfING aS we

kNOw It.

OUR.MISSON

CORE (HI -FI ) SURF

INNOVATIVE UNEXPECTED

the kUStOm bRaNd IS bUILt

aROUNd thIS Set Of cORe

bRaNd VaLUeS.

C O R E .B R A N D

VALUES

GLOBAL RAW DIGITAL CONFIDENT

k e y . t e a m

riders PARKOJ O E L P A R K I N S O N

CHIPPAC H IR S

W I L S O N

• 16 - 18 yeaR OLd maLe

• actIVeLy SURfS. IS INtO aeRIaLS, NOt POweR tURNS.

• IS aN eaRLy adOPteR Of faShION LOOkS, bUt NOt NeceSSaRILy a faShION INNOVatOR.

• IS acUteLy awaRe Of the way he dReSSeS.

• cONSIdeRS hIS StyLe tO be PeRSONaL, eVeN If IN ReaLIty It IS NOt.

• IS a PeeR GROUP LeadeR, whOm OtheRS LOOk tO fOR theIR OwN StyLe eNdORSemeNt..

• IS GLObaLLy awaRe, aNd “ON LINe 24/7”

• wOULd LOOk aS GOOd IN hUNtINGtON beach aS he wOULd ON the GOLd cOaSt

target

consumer

wINteROur Winter Collection falls from January through to June with a strong focus on fashion sandals and open toe footwear in earlier months, and fashionable boots and canvas closed toe shoes available in store in the later cooler months. In winter our colour palette is moody with a strong focus on burgundy, chocolates, navy, grey and blacks.

S E A S O N S KUSTOM HAS 3 MAIN

COLLECTIONS A YEAR - WINTER-SUMMER

& HI SUMMER.

SUmmeROur Summer Season drops instore from June through to September. Our Summer season is very trans - seasonal, with closed toe footwear in heavier fabrics and darker colourways available from June/ July, and a heavy focus on thongs, fashion sandals, and lightweight canvas styles in brighter colourways when it starts to get warmer in August/ September.

hI SUmmeROur Hi Summer Season, which drops instore between September and December is where you will start to see Kustom have a lot of fun with colours and prints! As Christmas falls within this period we also offer gifting options with our thong giftpacks!

closed.toe CATEGORY FOCUS

feeL the LIte• A new story launched in Hi-Summer 12. Basically,

we have combined the lightness and comfort of a running shoe, with the look of a casual shoe.

• The Prophecy is the first shoe in this series. Stay tuned for more next season...

the ShOe wIth NO fOOtPRINt• Our eco footwear program. styles under this

banner, have the K-Lite low waste super light outsole, natural & recycled fabrics, non toxic glues and inks recycled P.E.T components, carbon offsets, and a biodegradable hanger

haNGSeLL PLImSOLe • A new range of hangsell plimsole shoes

in popular shapes, with kustoms ripple sole footbed, at an attractive $49.99 pricepoint. Vendetta and Lazboi are the first 2 in this series

cORe VULcaNISed• The core of the range, lead by the super

popular Kramer style, and the Remark. Remark and Kramer are available at a variety of pricepoints and fabrics for everyone.

• eg. Kramer - basic canvas and colours at $79, Kramer Select - interest fabrics, molded ripple sole footbed at $89, Kramer Alumni - suede and leather details at $99.

bOyS • Popular mens styles available in BOYS

sizes. dont forget ;)

footbedupper outsole

heRe aRe a few thINGS yOU

mIGht Need tO kNOw....

fabRIc PaRt Of the ShOe, wIth the LaceS aNd tONGUe, etc.

the majORIty Of the ShOeS we make aRe cOttON caNVaS, hOweVeR we aLSO dO ShOeS IN a VaRIety Of INteReSt weaVe fabRIcS, SUedeS, actION

LeatheRS, aNd PU LeatheRS.

the SOft, SPONGy thING INSIde the ShOe

the bOttOm Of the ShOe, USUaLLy made Of RUbbeR, wIth

GRIPPy tRead PatteRNS

SHOEOLOGY

foxing vulcanised plimsole phylon

the edGe Of the ShOe, betweeN the UPPeR aNd the OUtSOLe. IS

USUaLLy whIte

the PROceSS Of fUSING a mOLded RUbbeR OUtSOLe, RUbbeR fOxING, aNd the UPPeR tOGetheR

IN a bIG OVeN.

the majORIty Of OUR ShOeS, eG. kRameR, aNd RemaRk aRe VULcaNISed. VULcaNISed ShOeS aRe USUaLLy chaRacteRIzed

wIth StRIPed fOxING.

a SImPLeR VeRSION Of VULcaNISed.

baSIcaLLy, It USeS aN OUtSOLe cUt fROm a RUbbeR Sheet, RatheR thaN INdIVIdUaL mOLded RUbbeR OUtSOLeS. VeNdetta aNd LazbOI

aRe PLImSOLeS

a SUPeRIOR bLeNd Of eVa fOam aNd RUbbeR, fOUNd IN mOSt LIGhtweIGht RUNNING ShOeS.

SUPeR LIGht, SUPeR cOmfy.

the OUtSOLeS ON the ShOe wIth NO fOOtPRINt? SeRIeS aNd the New PROPhecy ShOe aRe

INjectION mOLded PhyLON

open.toe CATEGORY FOCUS

LeatheR (PRemIUm)• Classic surf leather sandal designs

SURf mOLded• Unique molded sandals commanding mid range

prices.

• This is a super strength category for Kustom,

• We own this rack space and continue to dominate with the hummer and all it’s varieties.

PLUGGeRS • The basic thong category, now with high quality

rubberlised soles.

• Slimmer fit to suit the current trend.

NOOdLeS• a synthetic wound material originally designed

for outdoor carpet use,

• Now made famous by Kustom as a signature construction.

• Now also available with unique eva panelled styles

like tide and diamonds.

SOLEPLUGGER

heRe aRe a few thINGS yOU

mIGht Need tO kNOw....

IS the cLaSSIc thONG we aLL kNOw aNd LOVe. INcLUdeS bLeNd,

RIPPLeR.

cONSIStING Of the INSOLe (the PaRt yOUR fOOt actUaLLy cONtactS. SOmetImeS caLLed “SOck”), the OUtSOLe (the PaRt that cONtactS the GROUNd) aNd the mIdSOLe...the PaRt

IN betweeN.

thongOLOGYCOOKIE

the PaRtS that RaISe SectIONS Of the INSOLe...fOR examPLe the “aRch cOOkIe” cReateS a cURVed RaISed SectION UNdeR the aRch Of the fOOt...thIS addS PeRceIVed VaLUe. the “heeL cOOkIe” GIVeS the heeL SectION a RaISed feeL, aNd aLSO addS PeRceIVed VaLUe. theSe “cOOk-IeS” aLSO add cOmfORt aNd eR-

GONOmIc fIt.

ERGONOMIC EVA PU RUBBERLISED

meaNING It fItS mORe accURateLy tO a ReaL hUmaN fOOt ShaPe.

the mOSt baSIc RUbbeR SUbStItUte mateRIaL, VeRy LIGht, wIth GReat cOmfORt. cOmeS IN dIffeReNt GRadeS fROm RecycLed eVa whIch haS LOw memORy, tO hI deNSIty eVa whIch haS cOStS mORe bUt haS VeRy GOOd memORy (thIS IS the abILIty fOR the mateRIaL tO RetURN tO It’S

ORIGINaL ShaPe)

IS a SyNthetIc mateRIaL USUaLLy USed tO ImItate GeNUINe LeatheR. ReceNt ecO effORtS haVe SeeN a SUbStaNtIaL ImPROVemeNt IN the maNUfactURe Of PU, makING It aN exceLLeNt eNVIRONmeNtaL mateRIaL NOw. thIS INcLUdeS a “wateR baSed” PROdUctION methOd aNd eLImINatION Of hazaRdOUS “PhthaLateS” whIch caUSe caNceR aNd defORmIty. PU IS aLSO LOweR cOSt thaN LeatheR, aNd dOeS NOt kILL aNImaLS. It caN be

accURateLy caLLed “VeGaN”.

meaNS that aN eVa fOam haS SOme RUbbeR cONteNt bLeNded INtO It tO add weIGht aNd memORy. It addS a LOt Of cOSt.

BENEFITS

why aRe kUStOm ShOeS betteR thaN the OtheR bRaNdS IN the ShOP?

• deSIGNed IN aUStRaLIa - aLL kUStOm ShOeS aRe StILL deSIGNed aNd deVeLOPed fROm theIR ORIGINaL hOme, bURLeIGh headS, aUStRaLIa.

• mORe VaLUe fOR mONey - we PRIde OURSeLVeS ON OffeRING PLeNty Of “baNG fOR yOUR bUck” deSIGNS. the kUStOm kRameR IS USUaLLy aUd $10 LeSS thaN VaNS, aNd haS a mORe cOmfORtabLe fOOtbed. aLSO check OUt bRUd-dah wIth the memORy fOam INSOLe theRe aRe OtheR VeRSIONS fROm OtheR bRaNdS whIch USe thIS amazING mateRIaL...fOR $10 OR mORe at RRP.

• SLIm, ON tReNd deSIGNS - kUStOm’S SLIm UPPeRS aNd LOw fOxING aRe becOmING mORe aNd mORe POPULaR aS PaNtS aNd deNIm cONtINUe tO SLIm dOwN

• hUmmeR fOOtbedS - RemOVabLe, mOLded fOOtbed, wIth kUStOmS IcONIcaLLy cOmfORtabLe RIPPLe PatteRN (aS SeeN IN OUR OPeN tOe StyLe - hUmmeR). aVaILabLe IN SeLected StyLeS

• INteReSt fabRIcS - we USe aLOt mORe INteReSt weaVe fabRIcS thROUGhOUt aLL OUR StyLeS, wheReaS OtheR bRaNdS at the Same PRIce, jUSt USe baSIc caNVaS

TIP

PReSeNtatION IS eVeRythING

aLOt Of PeOPLe tRy ON the ShOeS, takING the StUffING OUt,

aNd LeaVING the LaceS eVeRywheRe. ON the SheLf OR haNGSeLL,

StUffING a ShOe wIth tISSUe PaPeR tO ReaLLy ShOw Off ItS ShaPe,

aNd tUckING the LaceS INtO the ShOe, makeS a hUUUUUGe dIffeReNce.

Taking inspiration from summer, Kustom produces footwear for a coastal lifestyle which exists far

beyond the sand and water.

Embodying the laid back attitude of coastal living, Kustom footwear creates footwear for girls who are

low maintenance but high spirited.

The main focus for the girls range from Summer 2012 onwards was to improve the overall quality and branding of the open and closed toe categories.

Evolving the fabrications and design details whilst staying true to the coastal girl lifestyle.

fabRIc INteReSt IN UPPeRSThe use of seasonal colours and prints in slub cottons, canvases, aztec cottons and crochets, coloured denim, shimmer mock leathers, animal textures and matt P.U.’s.

eVOLVING deSIGN detaIL Addition of feature linings in current prints and seasonal colours, metal logo trims

and shoe lace detail in hessian and braided designs.

cOmfORt techNOLOGy Introducing ripple sole eva footbeds in swnf styles, cloud sole footbeds,

arch cookie support in certain styles in open toe.

eNSURING bRaNd IdeNtIty Moulded kustom outsoles on most styles, improved metal badging, icon rivets,

icon embossing on insoles and uppers, consistent logo id on woven labels.

KEY.SELL ING

POINTS

• 16 - 18 yeaR OLd femaLe

• beach LOVeR.

• IS aN eaRLy adOPteR Of faShION LOOkS, bUt NOt NeceSSaRILy a faShION INNOVatOR.

• IS acUteLy awaRe Of the way She dReSSeS.

• cONSIdeRS heR StyLe tO be PeRSONaL, eVeN If IN ReaLIty It IS NOt.

• IS a PeeR GROUP LeadeR, whOm OtheRS LOOk tO fOR theIR OwN StyLe eNdORSemeNt..

• IS GLObaLLy awaRe, aNd “ON LINe 24/7”

• wOULd LOOk aS GOOd IN hUNtINGtON beach aS She wOULd ON the GOLd cOaSt

target

consumer

cLOUdSOLeS• For Hi Summer 12, we expanded the number of

styles offered at key price points ranging from $29.99 to $35.99.

• Evolving the fabrications and upper styling from past seasons to reflect a more directional edge in what is usually considered a traditional volume surf category.

faShION SaNdaLS• Introducing a key $29.99 price point into this

category in simplistic styling whilst maintaining the balance of more directional styles grading up to higher price points at $49.99.

open.toe CATEGORY FOCUS

PLUGGeRS • Offering a key style in rubber at $19.99 in feature colour blocking to remain competitive in the market.

• Updating insole artwork and metal badge in key rubber style at $24.99.

• Focus on strap interest in pluggers from aztec moulded bead designs to cotton woven designs, crochet straps and a key moulded t-bar plaited nbu strap.

• For Hi Summer 12 offering a giftpack at $29.99 which includes a canvas thong and versatile crochet market bag.

• Also in Hi Summer, an exciting initiative providing a wrist strap with a previous best selling thong style whereby a portion of sales is donated to Footprints for Burma charity.

VULcaNISed• Introducing a new canvas style at a $45.99 price point in pop summer colours

• Introducing a new street style at $69.99 to expand this volume price point offering

• Introducing a new slim line $79.99 style in metallic mock leather reflecting the latest catwalk trends.

closed.toe CATEGORY FOCUS

SwNf• Focus on feminising the uppers and styling in this category utilising on trend feature fabrics whilst committing to the

environmental guidelines.

• Adding the comfort ripple sole in neutrals and pop colours into this category from Summer 12 which is new for girls.

@ k u s t omAU S

/ k u s t om fo o t we a r. a u

@ k u s t om fo o t we a r

k u s t om fo o t we a r. c om